how can social media impact the reputation of your business?
DESCRIPTION
How can social media impact the reputation of your business? Are you managing your brand in social media or is someone else managing it for you? In this presentation we review the impact of social media brand management best practices, and provide tips and techniques to help you manage your reputation online.TRANSCRIPT
How can Social Media Impact the Reputation of your Business?
FIT Women’s Business
CenterJulie Arnold
Social Media Manager
Who am I?• Julie Arnold• 19 years in the PR/Communications Business• Social Media Manager, Griffin Communications Group• Responsible for public relations strategic
development, campaign development, media pitching and coverage, press conferences, day-to-day account management including fiscal and budgeting; client relationship management, creative concept development; website monitoring and management.
• Executive VP/Communications VP for Space Coast FPRA
• Background in PR/Advertising/Marketing: J. Walter Thompson, USMC Recruiting Command, MWR/USMC.
Are you managing your brand?
• Dominos Pizza– Two employees with a video camera
uploaded a video to YouTube that went viral – In 24 hours the video had more than 1
million views – Damaged brand reputation– Dominos fought back with a response from
their CEO using YouTube and social media– Unaware of how quickly social media can
become inflammatory
Or, is someone else managing it for you?
• Dominos Pizza cont..– Embraced Social Media– Listened to their customers (even
though it was difficult) – Changed their product– Developed a microsite to chronicle the
changes http://www.pizzaturnaround.com/
– Revitalized their brand
• Comcast– Comcast monitors every social media content platform
that is relevant to their customers. – They exist where their customers and conversations
exist.– Many times the answers to Comcast’s questions
comes from their existing forums, when they cannot answer, Comcast steps in. Or, if it is a direct customer service issue they handle it immediately.
– Handled by their customer service dept.– Have a social media committee that works hand in
hand with PR dept. They discuss and determine their strategies and initiatives across markets
– Support from all levels within the organization
Gold Award Winners
• Southwest Airlines– 12 million monthly visits to its website– Almost 2 million Twitter followers– 1.3 million Facebook Fans– Strategy is to listen first– Collaborative Team dedicated to answer
questions (marketing, emerging media, legal, investor relations)
– Monitor 24/7, staff of 5
Gold Award Winners
Build your brand in social media
• What is Brand Awareness?– The measure of how recognizable your brand
is to your target audience– A measure of your marketing effectiveness– Your logo, colors, key messages—essentially
the foundation of your company – Branding should be consistent on all platforms
including traditional and online media.
How can Social Media help me monitor my brand?
• Social Media should be an important component of your marketing and PR strategy
• Social Media offers new ways to engage and communicate with your target audiences
• Still a non believer? Still think Social Media is a fad?
Is Social Media a Fad?
Social Media Revolution2 (Refresh)
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
Monitoring + Engagement• By constantly engaging in conversations,
creating content, and starting conversations with potential customers, you’re letting people know, time and time again, that you exist and you’re listening.
• The effects over the long term are significant as customers start to associate your brand with a particular product or service
What can I learn from brand monitoring?
• By monitoring…– Understand your customers and
community– See how and where your brand(s) are
mentioned– Pinpoint customer satisfaction issues-do
they love you? Do they like your new product, or hate it?
– Monitor for false information– Competing brand awareness
How do I do it?• Define an Objective:
– I’m monitoring so I can quickly see who is talking about [insert industry keyword] and join the conversation to bring more credibility to my brand. (Brand Awareness)
– I’m monitoring so I can keep my finger on the pulse of the market so I can figure out what the market actually needs and then create it. (Brand Awareness)
– I want to monitor because I want to be alerted immediately when people are saying bad / good things about my brand. (Brand Awareness/Information Gathering)
– I want to quickly respond to all customer service queries, and I’m going to set up a way to collaborate and exchange information seamlessly with my support team. (Engagement)
– I’m monitoring so I can easily identify people in need of my product and help them at the point of need. (Customer Service)
Decide what to monitor• Keyword based
– Company name– Brand names– Product names– Target audience– Key executive names– Competitors– Competitive product names– Industry key words– Taglines
Begin Listening• Build a listening platform by utilizing social
media monitoring tools
www.Google.com/Alerts
www.SproutSocial.com
www.Radian6.com
www.Brandkarma.com
Next Steps…..• Build your brand in social media– Decide on a strategy• Awareness• Thought leadership• Reputation Management
Determine your objectives• What are your objectives?• These should complement your
listening objectives.• Branding• Engagement• Information gathering• Customer Service
Determine your goals• How are you going to reach and
measure your objectives?―Branding-Establish our brand in social
media―Engagement-monitor engagement with
customers or potential customers―Information gathering-research, polling―Customer Service-provide excellent
online customer service
Determine which platforms will help you reach your goals (hint where your
customers are):
How will you measure your success?
• Establish measure of success– Branding-Establish our brand in social
media• Facebook: number of Fans• Twitter: number of followers• Blog: number of readers, RSS feeds• YouTube: number of followers, views
Measurement•Engagement
―Facebook: determine the number of times your posts were ‘liked’, shared or commented on
―Twitter: follow #hashtags to quantify reach, Retweets, @replies and DMs
―Blog: Monitor comments, subscribers, shares
―YouTube: count number of comments, “Likes”
Here we go….•Once you have a plan in place, next steps are to:
―Develop a content strategy―What are you going to post?―How will it help you reach your goals?
―Develop a social media team―Who is going to post? ―How often will we post?
―Begin engaging and have FUN!
FPRA Space Coastwww.spacecoastfpra.com
Julie ArnoldSocial Media Manager, Griffin Communications Group
Twitter: @GriffinPeeps, @JulieFloridaFacebook: www.facebook.com/Julieaarnold
Linkedin: Julie Arnold (Jones)
Questions??